Direct response drives results

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Marketers need to tie their efforts to revenue. This episode features an outstanding revenue-driven marketer with almost a decade of experience in the industry.

He is a renowned strategic leader and thinker with extensive expertise in lead generation and direct response marketing.

Today’s guest is Patrick Manser, the VP of Marketing at GoHealth. Patrick discusses how to lead a team of marketers in implementing a direct response funnel, why your team needs to be immersed in direct response, and how to find the leaks in your customer journey.

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Takeaways:

  1. Marketers can turbocharge their consumer acquisition engine by creating a direct response marketing engine. It’s all about tying your marketing activities to revenue.
  2. Direct response allows you to share the results of a campaign in concise and precise ways that people outside of marketing can understand. This way, you can share what exactly you do with your marketing budget and what revenue point is attached to it.
  3. Because direct response marketing is all-encompassing, to find success using it, your team needs to immerse themselves in every aspect of it. This needs to be top of mind while creating ads and writing copy and it requires careful tracking of the funnel.
  4. It’s vital that your team is focused on the same metrics and that they understand how to improve those KPIs from multiple angles. This starts with having a clean funnel to provide good data to base decisions on and help you avoid long-term issues.
  5. To set up direct response, understand and document the funnel. Use sample customers to find leaks in the customer journey. Solve one funnel issue at a time. Dedicate parts of your team to fix the top, middle, and bottom. Start a rapid test and learn process.
  6. It’s important to include the entire team in the performance analysis. Every member needs to know where changes need to be made and why they need to make those changes based on the analysis of the team’s results.
  7. Although they can be hard to find, marketing teams need someone with an analytical background that can apply that to marketing. These individuals can supercharge the learning process and keep creative employees focused on optimizing the process.

Quote of the Show:

  • “If you don’t have a backlog of creative that you have ready to test, you’re probably not doing the job right” – Patrick Manser

Links:

Shout Outs:

  • Ogilvy on Advertisingby David Ogilvy
  • Neil Patel
  • Hacking Growthby Morgan Brown and Sean Ellis

Ways to Tune In:

Featuring:
Patrick Manser

Patrick ManserVP of Marketing, GoHealth

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
49:13
Categories:
Creative + UX
Marketing

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